Unbeknownst to some, shifts in our agricultural practices for the past hundred years have meant changing quality in what reaches the dinner plate. From the genes of the plants to the manner by which they are tended, our crops have undergone a true démarche in the direction of standardization and industrial production.
And like those scrumptious morsels cluttering our dishes, this spells change for many commodities that use, including consumer goods. The “chemical” farming of today – which some may refer to as “conventional” – has lowered the quality of these goods, exposed people to the threats of synthetic pesticides, and further degraded the already beleaguered environment.
While peoples’ movements have made commendable strides in reversing these trends, we are also seeing efforts made by business – take Juice Beauty for example.
At the Root: Discovering the Truths of Synthetic
To Karen Behnke, founder of Juice Beauty and serial wellness entrepreneur, discovering the truth behind what’s in many personal products sparked motivation to change. While pregnant with her first child, she began looking at the ingredients of her everyday products. What she found was astonishing – and frightening.
Parabens, pesticides, sulphates, and GMO’s literally saturated the brands stocking the shelves. This shock was compounded after learning that a near 65 percent of what is put on the skin is absorbed. Quite literally, if it’s on the skin, it’s in your body.
So, to a life-long personal wellness follower, the change in diet and exercise quickly became not enough. One’s personal products also needed to follow suit. The options, however, were scarce to say the least.
Developing Juice Beauty and Its Principles
100% Vegetarian, Majority Vegan, Completely Cruelty Free, Strong Social Player
Immediately, Karen entrenched herself in the movement for more sustainable, healthy personal care products. While she was no chemist, she knew what she wanted: a product with sustainably sourced organic ingredients that was even more effective than what she currently used.
The first hurdle was the base: petroleum or water? Petroleum was by far the less healthy option, coupled with a long line of sustainability related issues. Water, while healthier, diluted mixes and was the cause of lost quality. Neither seemed to ring well. And then Karen thought of something radical – how about organic fruit juice?
It was chore finding a lab to work with such a concept, but the search paid off, and Juice Beauty began finding the right mix for perfect skincare.
Today, Juice Beauty is the true leader of organic beauty. The company finds roots in the same concerns that first weighed down Karen, but they have also branched out to develop a brand that is directed by efficacy, quality, and sustainability.
The Future of Juice Beauty
The company is excited to start rolling out some new features in the coming weeks – keep an eye out for three exciting new announcements on Earth Day 2012 (follow them on Twitter and Facebook). Primarily, though, Juice Beauty is set to follow the model they’ve been integral in developing – one of quality, sustainability, and health-oriented focus.
To them, “It’s all about skincare results, and proving that unhealthy chemicals aren’t needed in your products to see them…We’re drastically expanding distribution, but that also requires education that going organic doesn’t mean you’re sacrificing your end result.”
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